Tarte Sugar Rush Don’t Hate, Hydrate Oil Free Moisturizer ($10-$19) is a new gel moisturizer that launched with Tarte’s new baby sister beauty line, Sugar Rush. Someone said in the comments that Tarte was having a bit of an identity crisis and I couldn’t agree more. Lately, they are just all over the place. Tarte’s been dabbling in skincare in their own line and also, launching a new skincare only brand called Awake Skincare (is that around anymore"! I don’t really see it promoted across social media!), launching bolder eyeshadow palettes like Remix and Icy Betch, and just trying to capture a whole range of different age ranges from 10 to 25. It can be a little confusing at times as you don’t really know what to expect from them. Who are they" What is their identity" They seem to reinvent who they are with each new season. Unicorns, mermaids, fairies, the Amazon, skincare, you’re either finding all these changes really fun and interesting or you’re shaking your head and asking, “What the hell is happening here"” Tarte Sugar Rush is their latest identity which is exclusively available on their website and at Ulta and Ulta.com. It’s an all-vegan line of makeup and skincare that contains 17 products all of which are priced at $25 or less and created using recyclable materials. Their demographic with this launch is meant to reach Generation Z. So, anyone born between 1995 and 2015 ...